How to turn audience research into a content strategy

In this lesson, you'll learn how to use customer’s words to help people learn how to use the product and get the benefits of a feature.

Adrienne Barnes

Founder @ Best Buyer Persona

The first thing I look for when turning audience research into a content strategy is customer questions. Customers often need help learning how to use the product or the benefits of a feature. So, how do you take a customer’s words and turn it into a content strategy?

Step One: Look through the research
Whether you were the one to record and paste every word, or it was someone else, it’s a good idea to take a step back at this point and look at the bigger picture. Read through your sheet and notice any words or phrases used often, or was the same question asked by a few different customers? These are the things you want to pay attention to.

Step Two: Keyword Research
Keyword research is still an important aspect of a content strategy even if you have lots of great audience research. Keyword research will help you find the gaps that competitors aren’t addressing. Combining audience research and keyword research helps you create a strategy for both humans and search engine bots. 

Step Three: Put it in a Template
I use a simple Google Sheet to record my content marketing strategies for clients. You can use Airtable, Monday.com, Notion, or a number of other tools if you’re more comfortable. It doesn’t have to be fancy, something easy to read, search, and use will be what works best for you and your clients or team. 

Create columns for keywords, blog topics, repurposing options, content upgrades, or deliverables, other blogs that are ranking for the keyword. 

This is where you combine what you know about your audience- their challenges, questions, concerns, and keywords to build a content strategy that will help educate and engage your audience.

Write, Publish, and Promote

The final step to every strategy is the execution. Start with either creating the content yourself or hiring professionals to do the work for you. Your research revealed the type of content your audience wants to consume. So, if you found that most of your audience enjoys video, then you don’t want to invest heavily in blog posts. 

Once the content is created you need to get the word out! Spend time and energy on promoting each piece of content. Because your content is your audience builder and a huge piece of an overall campaign strategy it’s worth the time and investment.

Get creative with your promotion with interesting collaborations, ads, or email campaigns. 
All the audience research and prep work you’ve done to this point is to ensure this phase of the process is successful. 

Make It Your Routine

Begin to implement small ways you can do audience research into your weekly routine. If you can continue to schedule a few phone calls a week you’ll learn impactful and relevant information that you can use to refine your content, copy, and campaigns.